Anticipated Guilt and Ethical Consumption: The Moderating Role of Consumers’ Socially Responsible Consumption Behaviour

Recent research in the marketing literature has indicated that, while consumers’ interests in ethical products are growing, demand for such products still remains weak. Previous research has indicated that anticipated guilt can have a positive effect on ethical consumption. Thus, the objective of the current study is to investigate the moderating role of consumers’ socially responsible consumption behaviour (SRCB) on the relationship between anticipated guilt and ethical consumption. Specifically, the current study hypothesizes that, when viewing a guilt ad, high (vs. low) SRCB individuals will generate higher, ethical purchase intentions, willingness to pay an ethical premium, and attitudes toward an ethical brand. The findings from the two experimental studies indicate that, when viewing a guilt ad for an ethical product, high SRCB individuals are willing to pay a higher ethical premium and generate more favourable brand attitudes than low SRCB individuals. However, when viewing a non-guilt ad, high SRCB individuals did not differ from low SRCB individuals in their willingness to pay an ethical premium or brand attitudes. Further, consumers’ socially conscious self-identity was explored as a mediator of these effects. By understanding the moderating role that SRCB plays in the relationship between anticipated guilt and ethical consumption, this paper intends to assist marketers in understanding for which consumers a guilt appeal is an appropriate strategy in marketing ethical products.

Printed Blank Sent to Messrs. Woodruff

Printed blank sent to Messrs. Woodruff and Woodruff from the Syracuse and Oswego Line Lake Boats saying that the tea and tobacco have been sent from New York to St. Catharines by schooner, Oct. 9, 1849.

Letter to Mr. Summer and Mr. Nelles from the Office of the N.D. Mutual Insurance Company of St. Catharines

Letter to Mr. Summer and Mr. Nelles from the Office of the N.D. Mutual Insurance Company of St. Catharines regarding an assessment of 4 % on the premium notes of this company. This is signed by Mr. Arnold, secretary of N.D. Mutual F. Insurance Company, Aug. 9, 1848.

Letter to Robert Nelles from the Office of the N.D. Mutual Fire Insurance Company

Letter to Robert Nelles from the Office of the N.D. Mutual Fire Insurance Company regarding an assessment of 5% on the premium notes of this company. This is signed by Mr. Arnold, secretary of the N.D. Mutual F. Insurance Company, Dec. 15, 1849.